Hi {{first_name}},
Welcome to my latest Website Insights bulletin.
If you’ve ever looked into SEO, you’ll probably have come across headlines announcing that “Google has changed its algorithm again”.
It can make SEO sound like an impossible game where the rules are constantly being rewritten.
The reality is a little less dramatic.
Google is continually refining the way it decides which websites should appear in its search results. Some changes are significant, while many are relatively minor. But over time, they can affect how visible your website is to potential customers.
SEO isn’t something you finish
One of the common misconceptions about SEO is that it’s a job you do once.
You optimise your pages, add the right keywords and then tick “SEO” off the list.
Unfortunately, it doesn’t really work like that.
Your competitors change their websites. New competitors appear. The things people search for change. Your own business evolves. And, of course, Google continues to change too.
That’s why it’s worth reviewing your website’s search performance from time to time, even if it performed well when it was first built.
So, what should you be doing?
The good news is that you don’t need to spend your life worrying about every Google update.
The fundamentals are still remarkably sensible: create a useful website, make it clear what you do, answer the questions your customers are asking, keep your content relevant and make sure the site works well technically.
But it is worth knowing how your website is performing and whether there are opportunities you’re currently missing.
I’ve recently started working with an SEO specialist who can carry out an audit of your website and recommend a strategy based on what people are actually searching for. I can then make any recommended changes to the website for you.
So if SEO is one of those things you’ve been meaning to look at but never quite got around to, just reply to this email. I’m happy to have an initial chat about whether it would be worthwhile.
Website tip of the month
Try Googling one of the main services you provide, using the sort of phrase a potential customer might type rather than your company name.
Does your website appear?
And, perhaps more importantly, are your competitors appearing for searches that you aren’t?
It’s a simple exercise, but it can be quite revealing.
As always, if you have any questions about your website, just reply to this email.
All the best,
Adam.